The effect of brand personality traits, consumer interaction with brand and parasocial interaction on consumer-based brand equity: the mediating role of brand love

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RAHIMI KOLOUR HOSSEIN; KAZEMI ZAHRA; Beigi Firoozi Allahyar

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Journal Paper

Paper Information

Journal: CONSUMER BEHAVIOR STUDIES Year:2020 | Volume:7 | Issue:1 Page(s): 277-299

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Title

The effect of brand personality traits, consumer interaction with brand and parasocial interaction on consumer-based brand equity: the mediating role of brand love

Author(s)

RAHIMI KOLOUR HOSSEIN | KAZEMI ZAHRA | Beigi Firoozi Allahyar | Issue Writer Certificate

Keywords

Brand personality traits

Consumer-based brand equity

Brand love

Consumer interaction with brand

Parasocial interaction

Abstract

Today, the rapid growth and increasing use of social networks has made it possible for sellers, retailers and shoppers to interact more effectively in the online retail environment and thereby the effectiveness of the exchange process is enhanced by increasing consumer interaction with the brand and Parasocial interaction formed in social networks and promoting consumer based brand value through increasing consumer love for the brand has become increasingly possible. The purpose of this study was to investigate the influence of Brand personality traits, consumer interaction with the brand and Parasocial interaction on consumer based brand equity with the mediating influence of Brand love. This study is of applied purpose, descriptive-survey method and data collection is field-libraries. The statistical population of the study is the users of Instagram social network DigiKala, which based on Cochran formula for unlimited community, the sample size was 384 people and the samples were selected based on available sampling method. The data collection tool is a questionnaire. The validity of the questionnaires was assessed by construct validity, diagnostic, divergent and convergent and its reliability was assessed by Cronbach's alpha coefficient using Smart PLS software. The results showed that masculine and feminine Brand personality traits had a positive effect on consumer brand value. Brand love plays a mediating role in the relationship between Brand personality traits and consumer based brand value. Also, consumer interaction with the brand and Parasocial interaction have a positive effect on consumer based brand value.

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APA: Copy

RAHIMI KOLOUR, HOSSEIN, KAZEMI, ZAHRA, & Beigi Firoozi, Allahyar. (2020). The effect of brand personality traits, consumer interaction with brand and parasocial interaction on consumer-based brand equity: the mediating role of brand love. CONSUMER BEHAVIOR STUDIES, 7(1 ), 277-299. SID. https://sid.ir/paper/958467/en

Vancouver: Copy

RAHIMI KOLOUR HOSSEIN, KAZEMI ZAHRA, Beigi Firoozi Allahyar. The effect of brand personality traits, consumer interaction with brand and parasocial interaction on consumer-based brand equity: the mediating role of brand love. CONSUMER BEHAVIOR STUDIES[Internet]. 2020;7(1 ):277-299. Available from: https://sid.ir/paper/958467/en

IEEE: Copy

HOSSEIN RAHIMI KOLOUR, ZAHRA KAZEMI, and Allahyar Beigi Firoozi, “The effect of brand personality traits, consumer interaction with brand and parasocial interaction on consumer-based brand equity: the mediating role of brand love,” CONSUMER BEHAVIOR STUDIES, vol. 7, no. 1 , pp. 277–299, 2020, [Online]. Available: https://sid.ir/paper/958467/en

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